And if you need an example of just how pointlessly cruel it can be, look no further.

Because a thing (we are loathe to call it a trend) called Thinner Beauty – where people slim down women’s photographs without their consent to make them thinner – exists.

As well as simply being horrible little trolls, the members of Project Harpoon, those who are carrying out the so-called ‘digital liposuction’, say they are fighting back against feminists and ‘fat acceptance’.

Their poster explains: ‘If the Tumblr fat acceptance/ feminists make a big deal over Photoshopping video game characters to make them look fatter than what they are, why don’t we Photoshop their own photos to make them look thinner, more attractive and, well, normal?’

An Instagram account supporting the trend called project_harpoon, explains: ‘This is about reposting #thinnerbeauty. Follow to support the movement of being in shape and normal!’